Just as clutter in our homes can point to an underlying sense of chaos in our lives, or at least leave us feeling disorganized, so can a cluttered website distract users from its original intent, rendering it ineffective for its intended purpose.
Some general rules to consider when building a website are to have a clear objective, keep use simple and intuitive, and to make it bold and attractive, but not overly flashy.
These strategies are especially important for e-commerce websites where the main goal is clear: conversions.
Unfortunately, many e-commerce websites try to do too much, and lose conversions in the process. Here are some tips to simplify e-commerce experience to leverage conversions.
Keep it basic
Continually evaluate the relevance of everything you’ve included on the site, and where it is placed. The main purpose is to encourage and ensure the sale, so clogging up the page with social media calls to action, or other elements indirectly related to the sale at hand, can distract from the immediately desired result.
Social media is an integral part of building brand awareness, but consider including icons after the sale has completed, instead of peppering them throughout the process.
Shrink secondary elements
Even though the ultimate destination is the purchase, keeping in mind the sales funnel is necessary as well. This funnel includes discovering a need, researching options, buying and calls to action such as joining a newsletter, or Facebook and Instagram follows.
These secondary elements are needed, but must not distract users from checking out. Reducing their prominence by your choice of color, font and size can help users focus on the final goal, but still give them the option for continued engagement
Don’t make checking out for shoppers any more difficult and time-consuming than it has to be. High abandonment rates are likely when the payment process takes too long. Much has been discussed around one-step or multiple-steps checkout. A one-step process is the best way to go, if the page layout and form follow best practices to avoid clutterness and essentially simplifies the process. But, in no way, a one-step checkout is necessarily always the best option.